Good, relevant content is king when it comes to appearing at the top of the results list for the big search engines. There are other ways to control your brand image and direct traffic indirectly to your site. Press releases, photos and videos tagged for content keywords and linked to your site can provide other faces to your brand.
“Items optimized for Flickr, YouTube, Metacafe, upcoming.com, news search results and local listings (if they have an offline presence – for example, a product launch with video clips, photos, events) may not cause a consumer to go directly to [your] site, but at least [you] can attempt to control how [your] brand is seen in search results.
From AdAge 2007 Search Fact Pack
Read the rest of the report and comprehensive SEO facts and figures here. (pdf file)